Chipotle Deliberately Spends Less on Marketing to Afford Higher-Quality Ingredients
By Matthew Lyle • October 22, 2015
On an earnings call, Chipotle Chief Creative and Development Officer Mark Crumpacker said that Chipotle finds different ways to tell its story. “We have recently shifted our focus more to telling the basic story about where our ingredients come from and how they’re made. And we’ve significantly increased our focus on digital marketing, which we’ve found to be very effective. We’re going to be using some more of our in-store assets to communicate some of these messages, like our packaging.”